What is a Competitive Advantage?

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Recently, I noticed a small dead hummingbird laying on a warm concrete paver outside the window of the building I live in.

Raised by a mother who prefers soil to diamonds, I felt pulled to walk outside, pick up the soft little bird, and nestle his innocent green body in a bush as a proper burial.

Have you ever picked up a hummingbird?  I hope you don’t have to.  If you do, you will be amazed at how light it is.  It’s hard to imagine a hummingbird weighs more than a paperclip (although technically it may).  How did this tiny little creature make it through six billion years of life on this planet?

The same way every single organism, and human, has:  distinct competitive advantage (and a little help from whatever higher power you acknowledge!).

Hummingbirds are meaningless in size.  As a result, they require relatively little heavy calorie consumption and are so fast that scientists still struggle to discern exactly how they flap their wings so quickly.  Can you imagine an eagle, the grandest of physical avian creatures, threatening a hummingbird?  Or a lion?  What about a snake?

None of these can come close to impeding the life of a hummingbird, though, ironically, it might be considered the feeblest of avian creatures.

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A competitive advantage is easily defined.  For any salesperson it answers the question: “Why should your customer choose YOU specifically?”

Let’s be honest — there are a lot of good, skilled, worthy, and moral real estate salespeople.  Having said that, you deserve your piece of pie, your sip of nectar if you were a hummingbird.  You deserve your best life too.

So, why should your customer choose YOU specifically?

What have you done to educate your customers about your competitive advantage?

Karri Flatla (http://karriflatla.com/playbook) sent me a piece of marketing material that, if she used it in my market, would probably get her a call before me (this is just to say it really shows a high level of professionalism).  In all honesty, I can’t specifically recite what she had in there, but, if I were a consumer I would remember holding this example of marketing skill and professionalism.

Competitive advantage in this case = unique, high quality marketing, the likes of which, I had not seen.

We all have, or can develop, competitive advantages.

The eagle?  VISION, STRENGTH, SPEED

The hummingbird?  EFFICIENCY, NIMBLENESS

Mario Jannatpour?  One of his is HONESTY (http://mariojann.com/podcast-2/)

Karri?  One of hers is high quality MARKETING.

All work.  So, it’s not important what yours are, but, that you have them.

(We talked about this in the podcast http://mariojann.com/2015/07/get-more-listings/)